Mindshare creates customised programmatic buying unit for Unilever

GroupM’s Mindshare has launched a Programmatic Buying Unit called ULTRA for Unilever in ASEAN. ULTRA in Singapore will drive programmatic planning and buying for ASEAN.Mindshare and Unilever teams have been working together for the past few months to test and understand the available technology stacks and the right set of partners to power ULTRA. The desk has been set up with a view to work with the best of breed technologies & capabilities. The setup also allows for constant experimentation and drives an agile way of integrating the technologies available.ULTRA is powered by a custom-built audience profiling algorithms, capable of delivering multi-format communication assets across all screens, a first of its kind in Asia Pacific. The key focus for ULTRA will be to drive digital media quality measures around complete viewability, transparent brand safety, high in-target delivery & strong fraud avoidance.Rahul Welde (pictured), VP, media at Unilever said:“The world of advertising is seeing continuous disruption and it is important we embrace and integrate technology into how we operate. I am excited about the potential of ULTRA and keen to see this as integral to our digital marketing efforts in the region.”Gowthaman Ragothaman, chief operating officer, AsiaPacific at Mindshare added: “ULTRA is unique. It is a built for purpose programmatic unit with agile planning at its core with capabilities to manage real-time triggers living up to our core philosophy of Adaptive Marketing.”